A one-night-only festival to position the Fruit as more than a building to rent out.
ROLE: CREATIVE DIRECTOR, ENVIRONMENTAL DESIGNER
WHAT's BETTER THAN A REBRAND?
A BIG A** PARTY.
Insight
The Fruit is an arts warehouse built around six genres of artistic practice—though few realized it.
The EDM fans came to dance at the EDM shows.
The DJs spun when asked.
The theater kids showed up for their performances.
The hip hop crowd came only when they felt invited.
For most, The Fruit wasn’t a destination in itself—it was simply the place they went when their favorite artists rented it out. Beyond that, they rarely engaged.
Idea
People needed to see themselves there, in order to imagine themselves there in the future.
So we invited the community to NYE experience, where we divided their building into 6 zones, one for each genre- with kickass headliners to match.
Giving people a little bit of what they know but inviting them to explore, and ultimately positioning the brand as less of a rental space and more of an art's curator.
The Plan
Buffer Zone
We transformed The Fruit into six distinct zones spread across two floors, each with its own color story and headliners like Chyng Diamond, Baltra, and Suzi Analog.
Cohesive scenic design, unified marketing, and whole-building moments—like our cheeky “peach drop” (big apple, who?)—wove the spaces together so no matter where guests landed, they were part of one big experience.
A pulsing, wonderfully weird micro-festival with surprises at every hour and around every corner—inviting people to revel in their favorite genre, stumble into something new, and maybe even spark an unexpected connection.
The Result?
1K+ attendees
45K+ dollars raised
Partnership with Netflix's Rhythm & Flow
